会展运营管理高级版

1、2010 International Association of Exhibitions and Events2学习目标:At the conclusion of this learning module you should be able to:学习目标: Explain the differences between the four management functions of planning, organizing, directing and controlling. 说明四大管理功能之间的区别：计划、组织、管理和控制。Compile an Event Specificati

2、on Guide for an upcoming event 编辑展览指导手册(针对展览组织单位和协办单位的)Develop a checklist of items to be placed on the agenda for a pre-con with each official contractor 针对与各个正式承包商的展前协调会议，制作一份细目确认表。Identify the elements of an Exhibitor Manual 确定展商服务手册(针对参展商的)Develop a plan for a daily routine during show days. 展览工

3、作日志(针对个人每日工作的)Identify the security requirements needed during move-out. 撤馆的安全须知Explain the value of conducting a post-event evaluation 展后评论总结 2010 International Association of Exhibitions and Events3本课关键词(Key Words)计划-组织-指导-控制核心管理小组(Core team，Event team)展览会手册(Event Book, Program resume, Event Speci

4、fication Guide, Staging Guide ,“Spec” Book） 展前现场协调会议(Pre-con meeting )展商指定承包商(EAC)服务总承包商(GSC)消防局 (Fire marshall )公用设备(Utilities)展虫 (Suitcasing)调度区(Marshaling area)设备通行证（Equipment pass)2010 International Association of Exhibitions and Events4Making things DONE through others.努力通过他人完成工作。2010 Internati

5、onal Association of Exhibitions and Events5前提：你的过去的经验证明你已经成功，现在是希望梳理你的经验使其系统化，使你更加成功。设想的前景：公司任命你为现场运作总监，负责指挥几个月后A展现场的所有活动。信任、机遇、压力但是从何入手？马上进入角色？如何作到基本成功和避免大的错误？幻灯片中英文对照的是原版的教材（一共60张），其他则是进一步的诠释。2010 International Association of Exhibitions and Events6IntroductionEvent Operations展览现场运作 It may take li

6、terally years to plan and organize an event that may last for only a few days数日的展览可能需要数年的筹备 It is a detail-oriented process涉及大量具体的细节工作 It requires constantly checking and re-checking planning decisions made months even years prior（提前数月甚至数年）反复核对修改的计划 Success depends on the ability to anticipate and p

7、lan for all eventualities and to develop a process for checking, rechecking and monitoring those planning decisions成功的关键因素：对各种可能性的预测能力和应对能力、制定一个确认、再确认和跟踪规划决策的流程。2010 International Association of Exhibitions and Events7Exercise One: Job Skill SetsPlease review the job descriptions in your course mate

8、rial. There are a minimum of 15 different skill sets mentioned in the 3 job descriptions above (see underlined phrases). Identify as many as possible.请阅读练习材料中的职位描述。在以上三份职位描述（ 以下划线标注的段落）中，至少出现了15种不同的职业技能。请尽你所能地把这些技能找出来。2010 International Association of Exhibitions and Events8Project Management 项目管理Pl

9、anning 计划Organizing 组织Directing 指导Controlling 控制Introduction2010 International Association of Exhibitions and Events9管理的要素（基本内容）： 计划：设定目标和确定实现目标最佳方法的过程组织：确定责任并将责任分配给管理人员或 工作人员的过程指导：引导、领导、培训的过程控制：根据预定目标跟踪工作表现，评定工作效果并作出相应修正协调以保证顺利达到预定目标2010 International Association of Exhibitions and Events10管理的核心：协调

10、协调就是解决争端只要是行动，就一定有偏差。需要根据目标去修正同一级别无法自动协调尽量通过静态的形式去协调（会议），但是有的时候也不得不在动态（行动）中协调2010 International Association of Exhibitions and Events11Exercise Two: My Favorite BossName the best boss you ever had and说出你曾经遇到的最佳老板的名字，并且介绍他/她the best technical planning tool he/she used 曾经用过的最好的技术规划工具and the best peopl

11、e management skill he/she used.用过的最好的人员管理技巧2010 International Association of Exhibitions and Events12Critical Path 关键路径The duration of a project plan in its entirety, from beginning to end. Each organization will implement critical path work and project plan development differently (and by many name

12、s). If not, there are many software programs available to set up project management.项目规划是一个贯穿始终的整体过程。每一个机构都会采取不同的关键路径方法，并且制定不同的项目规划（每个项目规划有不同的名称）。如果没有做到以上步骤，则可以采用适合的软件程序实施项目管理。Goals and Objectives 终点和目标Goals are desirable long-term outcomes(可达到的长期目标 and objectives are measurable short-term steps (可衡

13、量操作的短期目标)leading to a goal.长期目标是理想的长期结果，短期目标是为达到目标而采取的可预见的短期措施。Introduction2010 International Association of Exhibitions and Events13完整的展览运作（按工作顺序分类）：策划、立项招展、招商（宣传、营销）办公室作业（接待受理、分配、提供服务资料，收款）实施 （现场管理，本文所重点涉及的）总结2010 International Association of Exhibitions and Events14现场管理的时间阶段（按时间顺序分类）:注意节点!展前准备 (b

14、efore moving) 节点: 收帐、总图纸、场刊、展前协调会议进馆 (move in) 节点:进驻展馆和酒店、发证、加班、开幕前夜、通道地毯 开幕和展中 (opening & show time) 节点:开幕式剪彩、观众登记、酒会撤馆 (move out) 节点: 断电和当夜2010 International Association of Exhibitions and Events15项目经理的主要职责和工作分解(WBS):领会领导的意图，了解自己和团队的目标组织团队，并带领团队完成目标营销制定、控制预算，财务上达到预定的目标现场运作，协调事务应急预案总结2010 Internati

15、onal Association of Exhibitions and Events16适合展览的基本的管理理论：系统论-运筹学-排队论（使它成为串联问题的一根线，根据轻重缓急来制定计划、安排工作）C3I （指控通情，快速反映，处理应急）墨菲原理（Murphys principle):不确定性 “如会出错，肯定出错”2010 International Association of Exhibitions and Events17力争把复杂的问题和繁杂的任务条理化: 系统论-运筹学-排队论2010 International Association of Exhibitions and Eve

16、nts18系统论:系统地解决问题才叫做科学，不是系统的而是零碎的，就是正确的也不是科学（毛泽东）系统论就是要找到解决问题的那个杠杆点（圣吉）在处理复杂问题时一定要注意从整体上加以把握，统筹各方面的因素（钱学森）头痛医脚就是系统论2010 International Association of Exhibitions and Events19管理（指挥）的“倍增器”：C3I指挥（command，计划、组织）控制（control，控制和指导）通讯（communication协调沟通）情报（information信息、反馈） （关键的是信息沟通的顺畅和及时反应）2010 International

17、 Association of Exhibitions and Events20应付突发的事件应付不确定（墨菲原理）2010 International Association of Exhibitions and Events21管理的最大难题:不确定性：如会出错，肯定出错所以千万不要有“车到山前必有路”的侥幸心理，因为你带领的是一个群体2010 International Association of Exhibitions and Events22如何克服不确定性（克劳塞维茨）：战争是变色龙，充满互动和摩擦，唯一不变的是变化本身穷极思维寻找确定因素，并力争使它们形成主导2010 Inte

18、rnational Association of Exhibitions and Events23如何克服不确定性（论持久战）我们承认战争现象是较之任何别的社会现象更难捉摸，更少确实性，即更带所谓“盖然性”战争没有绝对的确实性，但不是没有某种程度的相对的确实性。我之一方是比较地确实的知其大略，知其要点，是可能的 敌之一方很不确实，但也有朕兆可寻，有端倪可察，有前后现象可供思索。这就构成了所谓某种程度的相对的确实性，战争的计划性就有了客观基础 （信息-情报）近代技术（有线电、无线电、飞机、汽车、铁道、轮船等）的发达，又使战争的计划性增大了可能（通讯）由于战争的情况和行动都有其相对的固定性，因而应

19、之而生的战争计划或方针，也就必须拿相对的固定性赋予它（指挥）2010 International Association of Exhibitions and Events24现场管理的困难：展览的特点决定时间紧、事情多：展商问题永远在集中时间出现（开幕前夜）；展商的焦虑（永远都是急件）和素质（得理不饶人，不会等待）入场服务单位多，与其他合作单位协调（推诿、拖延，找不到人，不按原计划行事）特别事件的干扰挂万漏一、百密一疏没有弥补的余地2010 International Association of Exhibitions and Events25根据统计:展览从筹备到结束，全部的工作可能达到

20、360多项具体工作！莫说是300多项具体和恼人的工作，就是300颗珍珠，你也无法一个人自己拿走！2010 International Association of Exhibitions and Events26怎么办？2010 International Association of Exhibitions and Events27必须：不要试图自己一个人拿走所有的珍珠，不能“什么事情都是你一人扛”，要依靠团队的力量（核心小组）核心小组的延伸就是服务外包和联席协调会议试图用一根丝线把所有的珍珠穿连在一起，既好拿也好看这根丝线就是利用系统论将工作按照轻重缓急和不同节点的时间顺序来优化编制展览工

21、作手册 2010 International Association of Exhibitions and Events28价值链管理:企业变革的本质就是增强价值链管理。价值链管理的本质就是优化业务流程，提高企业核心竞争力。企业改革的方向应该是真正按照“链”的特征改进企业的业务流程和组织结构，使企业的供、产、销或进、销、存系统形成一条珍珠般的“价值链”。 - 迈克尔-波特 Michael Porter2010 International Association of Exhibitions and Events29主要步骤：分解工作（WBS）建立团队(包括服务外包)时间进度表（甘特表）工作手册

22、 （核对备忘表）总协调会议（串联和集中解决问题）2010 International Association of Exhibitions and Events30系统论（排队、合并）：利用系统论的原理，根据问题的轻重缓急将所有问题优化、排队、串联，编写工作手册和工作日程计划。先办”要+紧”的事串联问题，将集中出现的问题打包、合并处理（联席协调会议）2010 International Association of Exhibitions and Events316种重点的解决方法：工作核查表（按内容以路线图、时间表排列，并有索引备查，实际为任务表）两道保险锁：双重核查（double chec

23、k) + 归一综合(one plan or timetable only)：双重核查 （场刊、重要日程）；归一综合（唯一的日程表、展览图纸、帐单）争取免责：正确的程序设计（如场刊利用电脑的粘贴功能），提前书面告知提前扯皮：联席协调会议（针对打包单位，事先计划，设立目标，限定时间、落实到人，会后将方案书面递交给与会者避免问题反生）找出关键点和解决问题的关键部门(如展馆)巡视（发现新问题， 控制）2010 International Association of Exhibitions and Events32Advance Planning Event Teams 项目团队（核心小组） Budg

24、et Development Insurance Issues General Liability Insurance Event Cancellation Insurance Exhibitor Liability Insurance Claim Handling Exhibitor Communications Bulletins Exhibitor Services Manual Web Presence Sponsor Fulfillment Registration Planning Event Specifications Guide Contractor Review Trave

25、l Plans2010 International Association of Exhibitions and Events33组织:核心+外延管理小组（through others)内部精干人员（告知每人3项职责），处理日常事务与展览会准备工作直接相关的人员服务承包商（装修-运输-旅游-公关-礼宾-登记-外包保安-车队）设施方（展馆）的展览会协调员(明确和限定职能)临时工和志愿人员政府和媒体（外延）组织架构图和执行程序 2010 International Association of Exhibitions and Events34Exercise Three: Organization

26、 ChartDraw an organizational chart that describes your own Event Management Team.制作一份组织结构图，说明你所在展会管理团队的构成。Suggest at least one alternative arrangement that would benefit your organization.至少提出一种有利于你所在企业发展的替代性方案。2010 International Association of Exhibitions and Events35Advance Planning Event Teams Bu

27、dget Development 预算 Insurance Issues General Liability Insurance Event Cancellation Insurance Exhibitor Liability Insurance Claim Handling Exhibitor Communications Bulletins Exhibitor Services Manual Web Presence Sponsor Fulfillment Registration Planning Event Specifications Guide Contractor Review

28、Travel Plans2010 International Association of Exhibitions and Events36Advance Planning Event Teams Budget Development Insurance Issues 保险 General Liability Insurance 一般责任险 Event Cancellation Insurance 展览取消 Exhibitor Liability Insurance 展商险 Claim Handling 索赔 Exhibitor Communications Bulletins Exhibit

29、or Services Manual Web Presence Sponsor Fulfillment Registration Planning Event Specifications Guide Contractor Review Travel Plans2010 International Association of Exhibitions and Events37Advance Planning Event Teams Budget Development Insurance Issues General Liability Insurance Event Cancellation

30、 Insurance Exhibitor Liability Insurance Claim Handling Exhibitor Communications与参展商的沟通 Bulletins 布告 Exhibitor Services Manual 展商服务手册 Web Presence 网络 Sponsor Fulfillment 赞助酬劳 Registration Planning 观众登记 Event Specifications Guide 展览指导手册 Contractor Review Travel Plans2010 International Association of

31、Exhibitions and Events38展览手册Event Specification GuideProgram resumeExhibition BookStaging Guide “Spec” Book 2010 International Association of Exhibitions and Events39展会手册： 展览经理的好朋友 可随身携带的参考工具使用图表表明每一实施步骤包括现场所需的全部信息为主要的团队成员量身而定的工作指南2010 International Association of Exhibitions and Events40 甘特表样式：总运营计

32、划时间表（时间表）内容2014年7月-12月2014年1月-4月5月6月7月8月9月10月11月批文确定场地选定主场搭建商绘制平面图、确定价格宣传推广编制和印刷参展商手册宣传资料展位销售、广告招商目标观众组织广告发布及网站建设开幕前申报手续布展安排开幕式配套活动现场管理会务安排撤展期间安排总结和评估2010 International Association of Exhibitions and Events41展览手册-核对表（check list）广告类(Ads) 表示重要必须完成的工作联系展馆，在广场和登记大厅的入口处设立展览名称标牌，并在出口处设置下届展览的日期信息； 完成时间： 落实

33、人： 未完成原因：联系展馆的拱门、公共广告和公共区域（如登记大厅和主席台位置）的预定（特别注意同期展览的协调）。 完成时间： 落实人： 未完成原因：可以盈利的广告：如吊带（只可以一面印刷，两面印容易引起其他展商的投诉）、胸卡、资料袋等。 完成时间： 落实人： 未完成原因：联系展馆外面周边道路（电线杆小旗）和地铁出口的室外广告（注意和同期展览的协调）-需要和公司PR协调； 完成时间： 落实人： 未完成原因：2010 International Association of Exhibitions and Events42两种展览手册的编辑方法： 按时间和路线图(工作节点-里程碑） 按重要的事件和

34、工作（如礼宾公关、装 修、运输、财务等）2010 International Association of Exhibitions and Events43现场的主要4+1工作（集成版块）礼宾-新闻-广告宣传安全具节点性质的程序工作（进馆、布置、开幕、展览、撤馆、总结）观众组织和登记注册特殊事件（计划不如变化，快速反应）2010 International Association of Exhibitions and Events44Exercise Four: Exhibitor Services ManualExplain how your events Exhibitor Service

35、s Manual is distributed. 展商服务手册是如何发放的Name at least one way cost could be reduced.建议一项可以省略的开支2010 International Association of Exhibitions and Events45Advance Planning Event Teams Budget Development Insurance Issues General Liability Insurance Event Cancellation Insurance Exhibitor Liability Insuranc

36、e Claim Handling Exhibitor Communications Bulletins Exhibitor Services Manual Web Presence Sponsor Fulfillment Registration Planning Event Specifications Guide Contractor Review 服务商 Travel PlansNOTE the process of official contractor selection is covered in depth in the revised CEM Module Selecting

37、Service Contractors.2010 International Association of Exhibitions and Events46Advance Planning Event Teams Budget Development Insurance Issues General Liability Insurance Event Cancellation Insurance Exhibitor Liability Insurance Claim Handling Exhibitor Communications Bulletins Exhibitor Services M

38、anual Web Presence Sponsor Fulfillment Registration Planning Event Specifications Guide Contractor Review Travel Plans 旅行计划2010 International Association of Exhibitions and Events47Move-InArrival on-site 到达现场Facility InspectionOfficesFreightSafetyCommunications ProtocolSanitationPre-ConUtilitiesPark

39、ingOfficial Services ContractorRegistration Contractor2010 International Association of Exhibitions and Events48进馆前的核查（文件类）:报批的文件（展会批件 、台商批件、公安大活动批件、消防批件）各种费用的支付 (馆租、保险、广告、代理费）最后图纸-经消防审定展览规则和注意事项的派发（展商和一切合作单位）与指定代理的合同、图纸、告知职责并让他们确认装修和运输的调度指示各方联系人总汇表应变预案2010 International Association of Exhibitions a

40、nd Events49Move-InArrival on-siteFacility Inspection 展馆和设备核查OfficesFreightSafetyCommunications ProtocolSanitationPre-ConUtilitiesParkingOfficial Services ContractorRegistration Contractor2010 International Association of Exhibitions and Events50Move-InArrival on-siteFacility InspectionOffices 办公室Fre

41、ightSafetyCommunications ProtocolSanitationPre-ConUtilitiesParkingOfficial Services ContractorRegistration Contractor2010 International Association of Exhibitions and Events51Move-InArrival on-siteFacility InspectionOfficesFreight 运输SafetyCommunications ProtocolSanitationPre-ConUtilitiesParkingOffic

42、ial Services ContractorRegistration Contractor2010 International Association of Exhibitions and Events52Move-InArrival on-siteFacility InspectionOfficesFreightSafety 保安Communications ProtocolSanitationPre-ConUtilitiesParkingOfficial Services ContractorRegistration Contractor2010 International Associ

43、ation of Exhibitions and Events53Move-InArrival on-siteFacility InspectionOfficesFreightSafetyCommunications Protocol通信SanitationPre-ConUtilitiesParkingOfficial Services ContractorRegistration Contractor2010 International Association of Exhibitions and Events54Exercise Five: Core TeamName the player

44、s in the Core Team for your event (by title). 核心小组的主要成员和职位Who would you like to add or delete from the Team if you could and why?那一位可以增加或减少？为什么？2010 International Association of Exhibitions and Events55Move-InArrival on-siteFacility InspectionOfficesFreightSafetyCommunications ProtocolSanitation清洁Pr

45、e-ConUtilitiesParkingOfficial Services ContractorRegistration Contractor2010 International Association of Exhibitions and Events56Move-InArrival on-siteFacility InspectionOfficesFreightSafetyCommunications ProtocolSanitationPre-Con 协调会议UtilitiesParkingOfficial Services ContractorRegistration Contrac

46、torPre-Con - A meeting at the primary facility at which an event will take place just prior to the event beginning. 2010 International Association of Exhibitions and Events57展前会议: 重新审核展会计划和组织方面的决策建立信息交流途径；确定核心团队成员的责权范围；对于可能发生的问题，制定相应的解决方案允许展会项目经理开始执行控制和指导的职能2010 International Association of Exhibiti

47、ons and Events58进馆联合协调会议（提前的总协调）1:最后图纸（标识、广告、办公室等）各方联系人、通讯表、办公室(要互相靠近)指定总装修和展商特装的协调（进度、画线，装修内部协调）指定总运输和展商特运的协调（进度、顺序，运输内部协调）装修-运输的协调（顺序、时间表， 装修和运输的协调）主办、装修、运输和展馆(限定职权)的协调（总协调）会后的书面备忘录（解决方案）防患于未然2010 International Association of Exhibitions and Events59进馆联合协调会议（提前的总协调）2:加班的规则证件（人员、车辆；长期和临时）的管理车辆的调度（调

48、度缓冲区）必须明确主办单位的协调权威性同其他同期展览的协调（通过展馆）：开幕、广告、登记、人流控制不要相信:车到山前必有路!2010 International Association of Exhibitions and Events60Move-InArrival on-siteFacility InspectionOfficesFreightSafetyCommunications ProtocolSanitationPre-ConUtilities 公共工程(水电气)供应ParkingOfficial Services ContractorRegistration Contractor

49、2010 International Association of Exhibitions and Events61Move-InArrival on-siteFacility InspectionOfficesFreightSafetyCommunications ProtocolSanitationPre-ConUtilitiesParking停车Official Services ContractorRegistration Contractor2010 International Association of Exhibitions and Events62Move-InArrival

50、 on-siteFacility InspectionOfficesFreightSafetyCommunications ProtocolSanitationPre-ConUtilitiesParkingOfficial Services Contractor指定服务商Registration Contractor2010 International Association of Exhibitions and Events63Exercise Six: General Services ContractorsList at least four official service contr

51、actor companies currently active in the exhibition industry. 举出4家展览服务商Bonus points (!) if you know where they are headquartered. 他们的总部在哪里？(加分!)2010 International Association of Exhibitions and Events64Move-InArrival on-siteFacility InspectionOfficesFreightSafetyCommunications ProtocolSanitationPre-C

52、onUtilitiesParkingOfficial Services ContractorRegistration Contractor 登记服务区2010 International Association of Exhibitions and Events65Move-InArrival on-siteFacility InspectionOfficesFreightSafetyCommunications ProtocolSanitationPre-ConUtilitiesParkingGeneral Services ContractorRegistration Contractor

53、Audio Visual Contractor 声像服务Floor ManagementParking SupervisionTelecommunication SupervisorFloristPhotographerEmergency Preparedness ReviewSecuritySpecial GuestsFire MarshallFinal Details2010 International Association of Exhibitions and Events66Move-InArrival on-siteFacility InspectionOfficesFreight

54、SafetyCommunications ProtocolSanitationPre-ConUtilitiesParkingGeneral Services ContractorRegistration ContractorAudio Visual ContractorFloor Management 现场经理Parking SupervisionTelecommunication SupervisorFloristPhotographerEmergency Preparedness ReviewSecuritySpecial GuestsFire MarshallFinal Details2

55、010 International Association of Exhibitions and Events67Move-InArrival on-siteFacility InspectionOfficesFreightSafetyCommunications ProtocolSanitationPre-ConUtilitiesParkingGeneral Services ContractorRegistration ContractorAudio Visual ContractorFloor ManagementParking Supervision停车Telecommunicatio

56、n SupervisorFloristPhotographerEmergency Preparedness ReviewSecuritySpecial GuestsFire MarshallFinal Details2010 International Association of Exhibitions and Events68Move-InArrival on-siteFacility InspectionOfficesFreightSafetyCommunications ProtocolSanitationPre-ConUtilitiesParkingGeneral Services

57、ContractorRegistration ContractorAudio Visual ContractorFloor ManagementParking SupervisionTelecommunication Supervisor通信FloristPhotographerEmergency Preparedness ReviewSecuritySpecial GuestsFire MarshallFinal Details2010 International Association of Exhibitions and Events69Move-InArrival on-siteFac

58、ility InspectionOfficesFreightSafetyCommunications ProtocolSanitationPre-ConUtilitiesParkingGeneral Services ContractorRegistration ContractorAudio Visual ContractorFloor ManagementParking SupervisionTelecommunication SupervisorFlorist花草PhotographerEmergency Preparedness ReviewSecuritySpecial Guests

59、Fire MarshallFinal Details2010 International Association of Exhibitions and Events70Move-InArrival on-siteFacility InspectionOfficesFreightSafetyCommunications ProtocolSanitationPre-ConUtilitiesParkingGeneral Services ContractorRegistration ContractorAudio Visual ContractorFloor ManagementParking Su

60、pervisionTelecommunication SupervisorFloristPhotographer摄影师Emergency Preparedness ReviewSecuritySpecial GuestsFire MarshallFinal Details2010 International Association of Exhibitions and Events71Move-InArrival on-siteFacility InspectionOfficesFreightSafetyCommunications ProtocolSanitationPre-ConUtili